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How to use social media for market research

abril 3, 2017
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Compártelo:

Compártelo:

Market researchers are often expected to pull together comprehensive analysis and data in niches they either have a limited knowledge of or that they have not worked in for some time. Couple this with the ever increasing demand on time, and you find an almost universal pain point for the market research industry.

Market researchers are often expected to pull together comprehensive analysis and data in niches they either have a limited knowledge of or that they have not worked in for some time. Couple this with the ever increasing demand on time, and you find an almost universal pain point for the market research industry.

Because social media has long been disregarded as trivial and unreliable, market researchers have continually dismissed it as a viable research tool, and rightly so. Anonymity, lack of validation and its early adoption by primarily self-selecting, tech-savvy users are all valid concerns. More recently, however, the increasing pressure for social networks to turn a profit is forcing the industry to focus more heavily on promoting quality content from consistently-trusted people.

While this shift in focus has not yet made social media a reliable source of primary research data, it is encouraging the publication of accurate, quality content by recognized authors and researchers. Therefore, unless you are a large consumer-based company that can derive some actionable data from likes and shares on Facebook, there is another reason why social media should be a key part of your tool kit.

This white paper lays out the case for the use of social media in market research and outlines the basic steps necessary in order to create a market researcher’s social presence.

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